Meet Sarah Scharaf | Graphic Designer + Creative Director

We had the good fortune of connecting with Sarah Scharaf and we’ve shared our conversation below.

Hi Sarah, can you walk us through the thought-process of starting your business?
I didn’t start FORM Creative with the intention of simply “owning a business.” It came from wanting to create work in a more intentional, collaborative, and hands-on way. After years of working at global agencies and in-house for major real estate developers, I realized I was most fulfilled when I could connect strategy, storytelling, and design closely together rather than treating them as separate pieces.

I also saw an opportunity to build a more flexible creative model. Instead of a traditional agency structure, I created FORM Creative as a platform that brings together the right talent for each project while still maintaining a strong creative vision and consistency throughout the work. That approach allows us to stay nimble, highly collaborative, and deeply involved in every detail.

A big part of the decision was also creative freedom. I wanted to work on projects where branding could genuinely shape how people experience a place, a business, or a product — whether that’s through identity design, environmental graphics, digital experiences, or storytelling. Starting my own business gave me the ability to build those relationships directly with clients and create work that feels thoughtful, lasting, and personal.

Let’s talk shop? Tell us more about your career, what can you share with our community?
As a Creative Director and founder of FORM Creative, my work sits at the intersection of strategy, storytelling, and design. Over the past 18+ years, I’ve worked across global agencies, in-house creative leadership roles, and now through my own studio, developing brands and creative experiences for real estate, hospitality, retail, and lifestyle projects across the U.S.

What sets FORM Creative apart is that we operate differently from large agencies. We intentionally keep our structure lean, hands-on, and flexible. Without the heavy overhead and rigid systems of traditional firms, we’re able to work much more like an extension of our client’s internal team rather than an outside agency. There are no layers of bureaucracy, unnecessary protocols, or transactional relationships built around billable minutes and constant upcharges. We prioritize responsiveness, trust, and long-term relationships, which creates a more natural and efficient creative process.

I’ve always believed that the best creative work happens when clients feel comfortable picking up the phone, asking questions freely, sharing ideas openly, and knowing they have a true creative partner invested in the bigger picture, not just the scope of work. That mindset has shaped how FORM Creative operates from day one.

My approach to branding also goes beyond aesthetics. I’m deeply interested in how people emotionally experience a place or brand — from the narrative and identity system to the environmental graphics, digital presence, and overall atmosphere. I love creating brands that feel intentional, immersive, and connected to their audience and environment.

My career path was definitely not linear or easy. Moving internationally, adapting to different industries and cultures, and eventually building my own business came with a lot of uncertainty and pressure. One of the biggest lessons I’ve learned is that relationships, consistency, and trust matter just as much as talent. Creative work is subjective, so learning how to communicate ideas clearly, navigate challenges, and build strong partnerships became just as important as the design itself.

What I want people to know about my work and story is that creativity has the power to shape how people connect with spaces, businesses, and experiences. My goal has always been to create work that feels authentic, emotionally resonant, and built to last — not just visually appealing, but genuinely memorable.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
I’d probably start with Seneca for Italian food and rooftop views overlooking San Diego. The space itself is stunning and was developed by CH, a hospitality group here in San Diego known for creating some of the city’s most beautifully designed and immersive restaurants and bars.

I also love San Diego’s local coffee scene because every spot feels very different and rooted in its neighborhood. Provecho in Barrio Logan is one of my favorites, especially because it sits inside an art gallery and has such a creative community feel. I also love the aesthetics and atmosphere at Hinar, Lovesong, and Between Us in North Park. Bloom Cafe in Mission bay is a favorite and Blue Whale in La Jolla.

For dinner and evenings out, I always gravitate toward Little Italy because the energy is amazing and the neighborhood is full of great restaurants, bars, and walkable streets. La Jolla is one of my favorite places for sunsets, especially along the coastline, while Coronado offers some of the best skyline views of downtown San Diego. And for classic beach vibes, it’s hard to beat Hotel del Coronado — it’s one of those iconic places that still feels special and like you’re on vacation every time you visit.

Who else deserves some credit and recognition?
I’d definitely give a shoutout to the people and teams who trusted me early on, believed in my talent, and gave FORM Creative opportunities before we had a large portfolio or agency footprint. A lot of where I am today came from relationships built over years of collaboration, consistency, and mutual trust.

I’m especially grateful for the mentors and creative leaders I worked with throughout my career, from global agencies to the real estate industry, who helped shape how I think strategically and creatively. They taught me that strong design is not just about aesthetics, but about creating experiences, solving problems, and building emotional connection. Two people in particular are Maura Schafer, who was the Marketing Director at a real estate development firm at the time, and Rick Burritt, a graphic designer at the firm, both of whom believed in my talent from day one and gave me the confidence to grow creatively and professionally.

I’d also credit my clients and collaborators. FORM Creative was built around collaboration, and many projects became successful because of open-minded clients, talented creatives, architects, marketers, photographers, fabricators, and developers all contributing their expertise together.

And personally, my family and close friends have played a huge role. Building a business comes with uncertainty and long hours, and having people who believe in you during both the exciting and difficult moments makes all the difference.

Website: https://itsformcreative.com/

Instagram: https://www.instagram.com/itsformcreative/

Linkedin: https://www.linkedin.com/company/itsformcreative/

Facebook: https://www.facebook.com/itsformcreative

Youtube: https://www.youtube.com/@itsformcreative